To become able to read and understand contemporary readings in the borderland between marketing and neurology

Have a critical view on the claim made for specific marketing tools

To work in a modern marketing organization with emphasize on communication problems

Be able to discuss the assumptions that underlie the study of consumer behavior , including the role of the brain in determining emotional responses; and the relative roles of emotions and cognitive processes, including reasoning, in decision making

Be able to reflect on the implication of the modern view of the brain on marketing/advertising

Be able to discuss how optimal advertising pre-testing and be integrated in agency-client relationsship and in the creative process

To reflect on the utility of brand tracking research, brand building research, and the research process applicable at different stages in the brand strategy formulation and execution

Be able to analyse communication problems in the light of the different theories introduced

Be able to identify relevant theories and models (from brain science and/or marketing) to describe and solve a specific case

Be able to structure and analyse data by using adapted theories and models

Be able to draw conclusions from this analysis and discuss their implications for marketing/advertising strategies

Examination

4 hours written - open-book exam

4 hours written - open-book exam:

Assessment

Written Exam

Marking Scale

7-step scale

Censorship

No censorship

Exam Period

May/June

Aids

Open Book, Written and Electronic Aid is permitted

Duration

4 Hours

Course Content

Covers tradtional communication, neuromarketing and relevant aspects of neuroscience. The course looks at contemporary neuromarketing approaches to communication an consumer behavior departing in traditional advertising and communication practices. It deals with communication effects, advertising budgeting and control. It gives an integrated presention of attitude and behavior theory of consumer behavior focusing on the roles of emotions and with emphasize on contemporary neurological contributions.

Plassmann, H., O'Doherty, J., Shiv, B., & Rangel, A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. Proceedings of the National Academy of Sciences of the United States of America, 105(3), 1050-4.